Store brand proneness: effects of perceived risks, quality and familiarity

While international retailers engage in the active promotion of store brands, consumers from Asia–Pacific
markets remain resistant to purchasing store brands despite the intensification of promotional efforts.
This study extends previous store brand research by: (1) determining the mediating role of perceived
quality within a model of the antecedents and consequences of quality; and (2) assessing the extent to
which age moderates the strength of relationships posited in the model. The model was tested in a retail
store brand context using a quota sample of 220 shoppers and a cross-sectional survey. Empirical results
suggest that performance risk, physical risk, and familiarity have significant effects on both perceived
quality and purchase intention. Familiarity had the strongest total effect on perceived quality and store
brand proneness in a collectivistic culture such as Malaysia and its effect on store brand proneness was
partially mediated by perceived quality. Lastly, the finding that age moderates the impact of performance
risk, physical risk, familiarity and perceived quality on store brand proneness provides insights into store
brand management.